The Government aims to drive Thailand to become a leading tourism destination in this region, while at the same time elevating the country's tourism industry to achieve value over volume growth.

Minister of Tourism and Sports Surasak Phancharoenworakul on 13 July 2026 presided over the opening of the Tourism Authority of Thailand (TAT) Action Plan 2027 meeting at the Grande Centre Point Lumphini Hotel in Bangkok.

The Minister outlined the 2027 tourism marketing plan, saying that the Government attaches great importance to tourism as a major engine to move the Thai economy forward, generate national income, distribute opportunities to the regional areas of the country, and strengthen the local economy.

He urged the tourism sector to work in a proactive manner to maintain Thailand’s competitiveness, based on four major guidelines, seeking to upgrade Thailand into a high-value destination, create marketing balance and enhance competitiveness, drive the tourism industry with information, technology, and innovation, and develop tourism organizations to cope with changes and drive Thailand’s tourism as a resilient industry of the future.

Meanwhile, Chairperson of the TAT Board and Permanent Secretary for Tourism and Sports Natthriya Thaweevong said that the TAT Action Plan 2027 should emphasize value-added creation and tourism quality development, together with concerted cooperation between all relevant agencies to jointly build valuable and sustainable tourism experiences. The action plan should also be flexible in response to national development and sustainable growth in the long run.

TAT Governor Thapanee Kiatphaibool stated that TAT would elevate the country's tourism industry to achieve value over volume growth, with four major strategies. The first strategy, “shape market portfolio,” seeks to focus on target marketing for high-value tourism.

In the second strategy, “shape experience platform,” shifts the focus from selling tourism commodities to offering value-driven travel experiences, so that tourists may travel throughout the 365 days of the year. The third strategy, “shape new growth engine,” seeks to accelerate tourism economic growth through life economy, creative culture and subculture economy, and sustainable tourism. The fourth strategy involves the transformation of TAT into a high-performance organization, ready to cope with all emerging situations.

TAT will announce its marketing promotion plan for 2027 in August 2026, so that its partners from all sectors will be able to jointly drive Thailand’s tourism growth on a sustainable basis.